Steps to Successful Social Media Video Marketing
There is no doubt that social media video production serves as an important component to a successful, long-term content marketing strategy in any industry. Video content essentially drives the internet today to a great extent and will continue to do so.
As we look around, we can find that more and more brands utilize their video content in social media marketing campaigns to connect with a target audience while nurturing and establishing a relationship with them.
To put it plainly, developing relationships with a potential client base this way just wasn’t possible with traditional content creation.
Luckily for marketers and webmasters everywhere, they can implement video content on social media in a wide variety of ways. Modern marketing remains untethered to TV ads or perfectly polishing informative video clips. With the introduction of live streaming videos, brand authenticity, and easily accessible editing apps, social media video production and marketing is easier today than ever before.
Set Your Goals!
When beginning any new social media marketing initiative, a marketer must set goals. An excellent place to start is asking questions like:
- What do we want/need to accomplish?
- Where in a marketing funnel can our video content fall?
GOA-TECH recommends creating a few goals to limit the project’s scope for anyone, just beginning with social media marketing. These goals could represent something as simple as producing video content to create or expand brand awareness.
Five stages exist in a marketing funnel. Video content can easily fall into each funnel stage if a marketer develops their video content strategy to target these stages intentionally. When producing video content, marketers should reflect on their video marketing goals and consider where the content will fall within the funnel.
By setting goals and identifying a funnel phase where video content will reside, marketers can use this information to create highly effective calls to action within the social media video content.
Pick a Social Media Platform
Each social media platform offers a unique form of video. The grandfathers of social media like Facebook or Instagram provide users with various video content production tools. At the same time, newer platforms like Snapchat or TikTok may depend heavily on a singular format.
Marketers who remain unfamiliar with social media video production should begin with networks that already connect with an established audience. However, choosing any of the major social media platforms represents a good first step to success.
Another thing to consider when picking the right social media platform is understanding what each network can offer. Many successful marketers and content producers will repurpose their videos across multiple social media networks. For this reason, it is best to choose platforms that complement each other well.
Finally, marketers seeking to produce recurring video content should look at networks like YouTube or Facebook, where they can catalog video content into playlists. This will help the marketer’s audience find original content no matter what social media platform they use.
Schedule and Promote Video Content
Once a marketer completes a video, it is time to schedule and promote the content. Video content on social media is rarely a one-and-done affair. The most successful marketers will upload a video to multiple networks over a month, depending on their social schedule.
For example, on Twitter, marketers can promote a single piece of high-quality video content many times. In live streams, marketers may need to promote these content pieces more often to ensure viewers tune in at the right time.
Additionally, a single video recording session can produce multiple videos. Marketers can use different clips in a promotion or splice them together for new video content. Anyone creating social media video content should think big in their advertising efforts.
Understanding the Metrics
The last step in any marketing strategy may be the most important: understanding and analyzing metrics. No marketer can properly gauge how well their content performs without looking at the statistics associated with it.
Every network offers different metrics sets. A marketer needs to understand this analysis before beginning production.
Video content platforms provide native analytics that tell how each video performs. Some may even share information on short, timestamped windows that display how many viewers watched that portion of a video.
The metrics that a marketer uses to analyze their success should match our first tip to outline goals from the get-go. If a marketer wants to achieve brand awareness for a video, a call-to-action may represent including website links that help viewers learn more about products or services. In this case, a good metric to analyze is link clicks.
Marketers should also keep in mind that viewers may watch even their oldest content. Using the right combination of keywords and an evergreen topic, a video 3 or 4 years old can still provide relevancy to users seeking video content today.
Video Marketing in Miami, FL | Social Media Video Production | GOA-TECH
Any marketer that isn’t already incorporating social media video production into their digital marketing campaigns should now understand that they’re missing out on a huge opportunity.
Nevertheless, producing video content for social media doesn’t offer unfamiliar users a one-size-fits-all format to guarantee success. This is where a social media management and digital marketing agency like GOA-TECH can help create and promote video content.
Our team wants to help you grow your social media content. We can help you produce and market your videos to success. Reach out to our team to set up a brief meeting and take the first step on your rise to the top!